In Brief

The Ask:

Engage 18 - 24 year olds in ESPN’s sports content.

Challenge:

This audience consumes sports content in a plethora of places. Make ESPN their go-to for sports consumption.

Solution:

Create an experience where ESPN can evolve with the ever evolving fan.

My Roles

Presented to Curtis Friends - VP of Sports Marketing at ESPN
Developed project plans outlining objectives, timelines, resources, and milestones to ensure clarity and alignment within team.
Coordinated tasks, allocating resources, and establishing workflows to streamline project execution and optimize efficiency.
Defined clear, measurable objectives and key performance indicators (KPIs) that aligned with the organization's vision and mission to drive progress and success.
Translated strategic plans into actionable initiatives, projects, and tactics, ensuring alignment across ADs and XDs.

Background

ESPN is owned by Disney, and according to ESPN’s Press Room site, ESPN lives “To Serve Sports Fans. Anytime. Anywhere.” ESPN hosts a plethora of sports leagues including (but not limited to) the NFL, NBA, NHL, UFC, College Athletics, ETC.

In response to the ever-changing landscape of sports consumption and audience flexibility, ESPN needs to further prove its ability to evolve alongside its sports fans.

A Comment on the Audience by Adrian Sutherland, VP Publicis Sports:

“A highly noticeable trend we’re seeing with Gen Z is that their interest goes beyond the field of play. Their devotion to the athlete story is much deeper than the league and the team.”

Delivered record-breaking viewing numbers for live F1 races by increasing fans in the US by 10%.

3.3 million views with 21.4 million hours viewed in total - making it one of Netflix’s top original streaming shows.

Averaged 5.6 million viewers across ten episodes, making it ESPN’s most-viewed documentary in history.

Gen Z LOVE Being on their Phone:

93% of 18 - 24 year olds engage with sport on social media at least weekly.

An estimated 80% of Gen Z fans follow a professional athlete online.

77% of Gen Z say they are multitasking while watching the game. This includes betting, looking up stats, using social media, watching another game on a separate screen, and playing fantasy sports.

Churn for Gen Z is at 57% over a six month period for streaming video on demand.

An Overwhelming Majority of Our Audience is on Social Media

Our Execution:

The fan has evolved, and ESPN has shown its willingness to evolve in the past as well, so ESPN is uniquely positioned to become the platform for every fan. The diehards, the early adopters, the casuals. Even those who don’t know they’re fans yet. ESPN will meet fans with the variety, depth, and impact they are looking for, because now more than ever, there is a sport, an athlete, a coach, a moment for every fan.

What Makes a Sports Fan?

MyESPN is a revamp of the ESPN App to cultivate enduring sports fandom by providing a personalized, engaging experience that nurtures a vibrant sports community. The revamp will be tailored to the unique preferences of our audience.

This reimagination of the app merges elements of sport and social media to bring the ESPN App to top of mind. When you think of checking a sports app the only app we want our audience to choose is ESPN.